Prior to the reopening of the newly renovated city libraries, Director of Marketing and Communications Amanda Donovan had a big project in front of her: to clarify the message of the library, and be able to present it in a meaningful way to stakeholders inside and outside of the library.
Amanda brought in The Woodshop to work with her and her team through the process of creating a ‘Brandscript.’ Over the course of several months, we worked with the library team to lay out their Brandscript and create a compelling 36-page Messaging Guide.
The Messaging Guide Includes:
– 7 Unique Target Groups
– The Philosophical reasons those groups need the Library
– The Library’s Key Authority Points
– A new ‘One-Liner’ designed to create focus around the goal.
Results: The final messaging guide was finished just prior to the new Library Park Branch opening. There at the opening, the Brand Guide was distributed amongst the entire Library staff.
The final product was warmly welcomed and has become a key component of the Library’s messaging, internally and externally. Since its creation, the Messaging Guide has also provided guidance for marketing campaigns for additional branch openings, including the much-anticipated Central Branch.